Chapter 2 Aims and Objectives of the Project In this chapter… Developing the project brief Assessing the need to develop the project Describing the required project deliverables Determining the assumptions The success or failure of each project depends on how well it performs

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FORMS OF DIRECT MARKETING

Direct marketing (direct marketing - direct-marketing) consists of direct (interactive) communications with a selected specific buyer, often in the form of an individualized dialogue, in order to get an immediate response.

Main forms of direct marketing:

personal (personal) sales- direct interaction with one or more potential buyers in order to organize presentations, answer questions and receive orders;

direct mail marketing- includes mailing letters, promotional materials, booklets, etc. to potential buyers at addresses from mailing lists;

catalog sales- use of catalogs of goods sent to customers by mail or sold in stores;

telephone marketing (telemarketing) - use of the telephone as a tool for the direct sale of goods to customers;

direct response television marketing- marketing of goods and services through advertising television (or radio) programs using feedback elements (usually a telephone number);

interactive (online) marketing- direct marketing through interactive computer communication services in real time.

Personal (personal) selling- verbal presentation of goods during a conversation with one or more potential buyers in order to make a sale. Personal sales involve, first of all, the work of salesmen and sales agents personally with each individual consumer, the direct distribution of promotional materials, the demonstration of goods in real conditions of use, the possibility of a direct dialogue between the seller and the buyer.

The advantage of this form of product promotion is the direct contacts of sellers with end consumers, individual work with the client by sales agents. This stimulates the sale of products, taking into account individual characteristics consumers. Marketers believe that there is no more effective form of sales promotion and promotion than the work of skilled salespeople and salesmen. In the process of personal selling, there may be elements of sales promotion: coupons, contests, bonuses, various invitations, benefits, etc.

The qualification of the seller is determined by:

His awareness of the product - from production technology to packaging;

Knowledge of the psychological, socio-economic characteristics of the target segments of the company;

Knowledge of the characteristics of the sales stages.

Personal selling can be subdivided into outreach, peer review, and public selling.

An outreach sale involves representatives of the firm's sales staff who come into contact with buyers in the target market.

The expert sale is carried out by independent persons who have the necessary knowledge and make statements to the target buyers.

The protagonists of the community sales channel are neighbors, friends, family members or colleagues talking to the target customers. This last channel, also known as the "word of mouth channel", is the most effective in many commodity areas.

Direct mail marketing. Direct mail delivers a message or goods through the postal service or private delivery companies. Direct mail is used to receive orders, pre-sales before a salesperson visits, identify product prospects, follow up a transaction, announce special sales in local areas, and fundraise for non-profit organizations.

Direct mail delivery media have a number of advantages over traditional media. Firstly, this intermediary offers a variety of formats and provides enough space to fully describe the proposed transaction. Second, it has become possible to individualize direct mail advertising by a set of characteristics such as name, product use, and revenue. Finally, direct mail allows merchants to reach audiences that are not available to other media.

The main disadvantage of using direct mail advertising is the widespread belief that it is a kind of waste paper. The second disadvantage is the high cost per prospect. However, a direct mail campaign may still be less costly than trying to reach a specific target group through other media. The last disadvantage is the threat from new technologies that can do the same thing as direct mail. Fax machines are one such innovation.

Email and voicemail also act as substitutes for direct mail advertising. Email is a new and growing direct marketing medium - a message or file that is transferred from one computer to another. Market participants today send trade announcements, offers and other messages to email addresses, sometimes this is done for small groups, and sometimes for quite large ones.

Voice mail is a system for receiving and storing voice messages at a telephone address. Some merchants have programs that dial a large number of phone numbers and leave sales offers on voicemail. The effectiveness of direct mail depends on the quality of the mailing list, packaging, and copy.

When using direct mail, marketers need accurate, up-to-date lists to successfully capture orders from customers. Ideally, these lists should include only those who are potentially ready to make a purchase. For example, internal lists may contain information such as how customers pay for a purchase, where they live, what the purchase is made of, and when and where the last purchase was made. External lists can be divided into several types. Collectible lists identify those people who have common interests, such as skiing, home improvement, or the art of cooking. Inquiry lists or client lists from other organizations are provided by both competing and non-competing enterprises. Each of these categories can be drilled down further until the seller identifies just one characteristic, such as income.

The design of direct mail should be harmonious. Packaging should be different from the rest of the mail, encourage the recipient to open it and reflect the overall design concept. The classic design of a direct mail package consists of a postal envelope, letter, flyer, response and return tools.

1. The direct mail selling process starts with a postal envelope. Enticing text (for example, "Important, do not delay!") is often used to pique the consumer's interest and get him to open the envelope.

2. The letter itself must be personal, arouse personal interest and the interest of the consumer.

3. The brochure gives detailed information about the product: specification, color, prices, photographs, warranties and signatures. It represents the primary sales message and may take the form of a booklet, large text sheets (large appendix or large folder), brochure, leaflet or single sheet.

4. The response facility is an order form, often containing a toll-free phone number. This should summarize the main points of the offer for sale in an easy to read and fill out form.

5. The return facility allows the buyer to send back the required information. It can be an information request form, an order form, or a payment.

To compose the text of direct mail advertising, reliable information about the manufacturer, buyer and competitors is required. good text translates sales offers into terms of benefit, emphasizes customer satisfaction, and uses clear, understandable language. The proposal must be made immediately and in an attractive way. Moreover, it must convince the consumer that the promise will certainly be fulfilled. Good writing makes it easier to take the desired action. The requested action must be simple, specific, and immediate. The purpose of direct mail advertising is to sell, not to impress. Each word and picture should contribute to this task.

The most common mistakes made in direct marketing are:

They forget to include a letter in the offer;

The identification sequence is not observed - different inscriptions on the envelope and in the postal item;

There are no distinguishing features on the outside of the mail item;

No guarantees are given;

There is no personal letter from the owner in the newsletter or catalogue;

Too many messages;

Wrong colors or graphics;

The main sentence is not conspicuous;

Too many headers.

Advertising in the media with a feedback mechanism. Print ads carry direct marketing messages by simply providing product information, an order form, or a toll-free phone number to order directly from the manufacturer. The text is usually direct and concise with a slight touch of emotionality and few statements. It should be a call to action. If the reader is not asked to immediately order the product, then the text should call for other actions - for example, filling out a coupon or calling the given phone number. The text should be benefit-oriented, and its design should help the reader read the ad in a logical order. Sufficient space should be provided on the order form for address information and signature. The terms of the offer, including the price, must also be clearly expressed. The order form is keyed or coded so that merchants can determine the source of incoming orders or inquiries made by consumers. The key or code is the most important part order cards, because it shows the source of sales.

In addition to the standard full-page or part-page formats, other print ad formats are available. The magazine insert can be a multi-page book or answer card attached to a full-page advertisement. The lottery card is placed at the end of the magazine and allows consumers to easily request information about goods or services. The publisher prints a specific number for specific printed materials, and the consumer circles the number of the desired information. Newspaper inserts include one-page direct marketing samples, multi-page booklets, perforated coupons, or self-adhesive answer envelopes.

For example, television, radio, magazines, and newspapers offer another form of direct marketing that is designed to get back a response. The fact that media is already categorized by demographic and geographic characteristics means that direct marketing messages can be targeted to specific geographic regions, market segments, or parts of the market that have historically shown higher response rates. Direct marketers must weigh the benefits of special targeting against the disadvantages of mass media. Unlike direct mail and catalogs, the media have space and time constraints for the advertiser. Appeals appearing in such media must compete with editorial and programmatic installations and other advertisements. In addition to this, there are high costs.

As an example, we can cite the advertising campaign of the well-known Rollton company "BigBon - where real feelings are." The bottom line is that the TV commercial is interrupted by the question of how the plot of the advertisement will develop further: “Will a girl fit or not fit a young man?”. Answers are accepted via SMS-voting. The commercial was shown on all central TV channels. About 100 thousand people took part in the action. Regarding the effectiveness of such an advertising move, the opinions of marketers are divided. Some believe that such advertising should be effective by definition. The audience does not just consume advertising information - people are included in the process. At the same time, a separate potential buyer manipulates the product and brand even before buying it. And he gets a bonus - in this case, a certain portion of entertainment. When creating such an advertising and marketing move, it is important to determine how much this entertainment meets the tastes of the target audience and how positive the emotions received are. The main thing is that the bonus does not deceive the consumer's expectations. Then the person who received the sms will be distrustful of the brand, not the product. Such advertising is much more effective than a regular informational message, it is more personal: a message can be saved on a mobile phone, thus it will seem to the viewer that the advertisement is addressed specifically to him. Penetration cellular communication Petersburg is about 60%, which significantly expands the audience of such advertising. Personalized contact for advertising is very effective.

Others treat her with distrust. Economic feasibility can only be if the content company posts the video for free and shares the income with the TV channel. If this is still an advertisement for a product, then interactive advertising can be effective if you clearly think over the question to the audience and anticipate the answer in advance. Need a long research before starting such a project. Meanwhile, according to experts of the marketing department of Rollton itself, advertising is effective. They proceed from the fact that "100 thousand people a week speak for themselves and there is nothing more to add to this."

Sales by catalogs. The modern, time-constrained consumer sees the catalog as an acceptable and trustworthy alternative for purchasing everything from rugs to computers to traveling around the world.

Catalog builders use sophisticated marketing tools. With accurate mailing lists, directories have become more specialized both in terms of content and target audience.

There are four main types of directories. Retail catalogs contain products equivalent to those found in the funder's stores. Their mission is to ensure both store attendance and mail-order sales. Full-scale shopping catalogs contain information about all the products available in a full-fledged department store, plus other products such as various appliances and electrical appliances, home renovation products, and installation materials. B2B product catalogs include products that industrial enterprises sell to each other to reduce the costs associated with personal selling. Finally, specialized consumer catalogs contain a number of relevant products that are sent only to those buyers who are considered as potential customers.

Everything in the catalog should contribute appropriately to the overall impression. The cover - to immediately attract the attention of potential buyers, photos - to arouse interest. Text is easy to read, has a good description, and is short but meaningful. The products selected for sale should create an optimal combination in terms of quality and coverage. The order form should be easy to understand and complete. Finally, shipping fees should be comparable to the value of the item. Undoubtedly, the most important challenge facing the catalog trade industry is the risk of developing real-time services through the use of the Internet and the World Wide Web and other interactive media including CD-ROM and fax services. Although the introduction of such technologies in catalog sales is still in its infancy, this practice is rapidly developing.

telephone marketing. Another distribution medium is telephone marketing, which is a direct marketing technique that combines telecommunications technology, marketing strategies and information systems. It may be used alone or in conjunction with advertising, direct mail, sales promotion, personal selling and other marketing communications opportunities. There are two types of telephone marketing: inbound and outbound. The incoming message comes from the buyer. Signals coming out of the organization itself are called outgoing.

Inbound messages are buyer responses to seller incentives, whether in the form of direct mail, direct marketing, a directory, or a published toll-free number. Because it is nearly impossible to schedule consumer messages, every effort must be made to prevent blocking the lines that carry them. However, having a significant number of telephone lines is quite expensive.

Outbound telephone marketing is used by direct marketers wherever they take the lead in a matter. phone call- for opening new accounts, establishing some facts, selling, listing, servicing or profiling clients. Outbound telephone marketing is generally most effective when a call is made to a prospect who is pre-screened in some way, since the cost of a phone call is quite high.

Telephone marketing is a viable marketing communications tool, but it must be carefully planned and executed by experts. Although the purported benefit of telephone marketing is cost savings due to its ability to segment the market, it comes at a cost. Cost savings will be obtained only if the list of potential customers is targeted.

We will give advice on conducting telephone conversations.

1. Choose the right time to call. If the planned conversation may require a long time or some effort on the part of your partner, then best time will be the middle of the working day before lunch or after. Avoid serious conversations at the beginning of the working day, when the partner is busy solving current problems, and at the end of work. Ask in advance about the time of your lunch break and try not to disturb your partner during this time. For long-distance calls, check in advance for the difference in time zones. If you need to call your partner at home, try to do this no earlier than one or two hours after his arrival from work. Don't call late at night or early in the morning if you don't know your partner's regimen beforehand. When calling on weekends, the time in the afternoon is more suitable, while asking if he is busy with something.

2. After the subscriber's answer, ask if you were connected correctly (you can give the phone number, company or name, surname of the partner), if you, of course, did not recognize him by voice. If you're calling from an ad that has a specific name, invite that person.

3. Introduce yourself, name your company, position, first name, last name, or simply state the purpose of your call, and if the partner shows interest, introduce yourself completely. In the future, with a closer acquaintance, you can simply give your name and (or) surname.

4. If in this moment your partner is absent, inquire about the most favorable time for the next call. Try not to state the topic of your conversation to strangers, and even more so not to discuss the possibility of your cooperation with them. If circumstances warrant, briefly state the purpose of your call.

5. During negotiations, always keep a pen and notepad handy to write down important information.

6. Give your partner the right to end the conversation. However, if the topic of the conversation is completely exhausted and the pause drags on, you can end the conversation first.

TV marketing. Television is great for showcasing direct marketing products and is typically used for three main purposes: selling a product or service; identification of potential consumers of a product or service, as well as support for advertising that provides a reverse direct response posted in other media. Vendors provide viewers with free phone numbers to get immediate feedback. In direct marketing TV ads, at least one-quarter of the airtime is devoted to ordering information.

Cable TV is becoming the main media outlet for many companies that use direct marketing. It is cheaper, more targeted, and allows for longer messages than conventional television. There are two special kind systems for delivering direct marketing messages over cable. The first of these are various types of shopping channels from home, in which the viewer can watch programs offering items for sale, indicating prices and explaining how to order an item (such as "Shop on the couch"). Info spots are the second type of direct marketing information distribution system using cable television. They are made in the "documentary" style commercials for 30 or 60 minutes.

Videotext links a separate television receiver to a remote host computer via telephone line or coaxial cable, i.e. heavy duty cable. Video text has unlimited possibilities for storing and transmitting information. It is also fully interactive through the same phone line or cable that receives data. Using a keyboard or character track, the user sends a request, the response to which then appears on the television screen. The user can get information about the product, make an order and pay for the purchase directly through the TV.

interactive marketing. Despite some uncertainty surrounding the profitability of the interactive online intermediary, organizations are spending millions of dollars to become players in this cyberspace and use online marketing. The Internet is a global web of computer networks that allows users to send e-mail, exchange pictures, search for and buy goods. It also gives direct marketing users a chance to reach consumers around the world.

What's happened direct marketing? This term has been heard by all successful businessmen in the field of advertising for several decades. Previously this concept associated with the promotion of goods by mail. However, at the moment this sales tool has taken a strong place.

This rise in popularity and demand is that the manufacturer or marketer of goods can receive reliable information about the product directly from the buyer, which helps to assess the quality advertising campaign.

The American company HubSpot found out which first sentences do not inspire the reader, but, on the contrary, force them to delete the letter.

In our article, we have collected 5 such phrases, and ways to correct mistakes.

The essence and features of direct marketing

In the field of trade, there has always been an oral relationship between the selling and buying parties. In modern terms, such an establishment of contacts with consumers is called direct marketing.

This term came to Russian from English (from direct marketing or DM), which means the interaction between the consumer and the distributor or manufacturer of products. Such contact is possible when selling a product or service. At the same time, the parties to the transaction are actively involved in this trading process.

the main objective direct marketing is the implementation of the sale and, accordingly, the purchase of the proposed product. Thus, direct methods are an advertising tool that includes both interaction with the consumer and the absolute embodiment of all the requirements for a successful service and product sales. In the light of the above definition, we can speak of this activity as the sale of goods.

The use of direct technology is now widespread in various fields in product promotion and even in all marketing in general. Experts predict a great future for those businessmen who use DM methods in their business. Direct marketing will probably even take the place of advertising as the main mover from producer to buyer. Such statements are not unfounded: direct sales technology has taken a strong place in the business market in a short time.

According to the European Direct Marketing Association, the cost of launching these methods in Western countries by the end of the last century was 35% of the total costs required to start a sales business. In the US, spending reached about $180 billion, which is 60% of the budget. For the Russian Federation, the amount of costs is in the range from 5 to 10% of the total costs.

It is the advantages of direct marketing that explain such a lightning-fast development of this tool in today's market. Now let's talk about this in more detail.

The variety of goals and expected results from the use of direct technology also increase the growth in their demand. The main objectives of this business idea are as follows:

• get the buyer's attention
• interest him and leave him within the zone of his control;
• to establish communicative cooperation within the framework of "producer-consumer" for a long time;
• to encourage the implementation of the transaction and create all the necessary conditions for subsequent acquisitions;
• in exceptional cases, analyze consumer feedback on the purchase of various goods.

If we consider direct marketing in more detail, we can distinguish the following tasks and goals:

• arouse the interest of the buyer;
• force him to stay in his zone of influence;
• establish long-term contact with the consumer;
• induce to make a purchase;
• form the prerequisites for further wholesale transactions;
• analyze the consumer's opinion about the purchase;
• increase sales turnover;
• expand the range of products offered;
• increase the number of purchases;
• achieve increased customer loyalty.

All types of direct marketing differ from each other in a number of features. Of course, some details are peculiar to each of its forms. Here are the common features common to all branches of direct marketing:

• direct cooperation between the seller and the buyer;
• concentration on the consumer and targeting in relation to the audience;
• maintaining a dialogue with the client;
• easy controllability of the trading process through the analysis of clear numbers;
• flexibility, adaptation to the needs of the consumer;
• convenience for both parties;
• small volume of the target audience and the ability to ensure its full coverage, using a minimum of operations and time;
• the value of each new interaction.

When is direct marketing needed?

Closing a specific deal is one of the reasons why many business communities are turning to direct marketing, but it's far from the only reason. The most preferred of all benefits this method for companies is the possibility of establishing direct and long-term contact, aimed at each customer, the so-called market interaction. The transition from mass and individualization of trade relations is associated with many aspects of our daily life: the technological complexity of goods, the emergence of new opportunities for purchasing items and paying for purchases, close competition, the creation of adjacent channels and the use of the latest computer technologies.

In sectoral terms, direct marketing is most widely used by banks, in the insurance system, in electrical engineering, instrument making, mechanical engineering; somewhat to a lesser extent - energy, chemistry, construction, food industry, transport and services.

A company's direct marketing is successful if the following criteria are met:

• narrow specialization of a product or service, requiring constant contact between the seller and the buyer;
• frequent price changes;
• a large sales turnover, which more than doubles all direct marketing costs;
• all buyers are distributed in small areas close to shopping centers;
• all shopping centers have equipped places for storing goods;
• small target audience;
• the quantity of each delivered product is a multiple of the used container.

Advantages and disadvantages of direct marketing

Why is direct selling so popular? Here are the main benefits of direct marketing.

1. Targeting the audience and its selection. For the best implementation of this task, direct mail and the so-called telemarketing are used, which surpasses even television advertising in the quality of its result. Radio, too, is not very effective at targeting, unless it's about winning over fans of a particular musical genre. Billboards also poorly cope with this task, and therefore are not a direct marketing tool. Of all the mass media, the most useful in terms of direct technology is printed matter, namely magazines.
2. Geographical selectivity. What does it mean? When using telemarketing, direct mail, and magazine advertising, it is important to understand where and in what territory your target audience lives in order not to throw large sums of money on ads in printed publications distributed throughout Russia. After all, your clients are not the whole country, but a certain region, on which it is worth concentrating your financial forces.
3. Selectivity based on the demographic principle (age, gender, marital status, nationality, etc.). From the point of view of these characteristics of the population, telemarketing is the most useful in terms of direct promotion of goods, although radio and television channels can have a positive effect on the process of demographic selection in their own way.
4. Selectivity on a psychological basis. Thanks to telemarketing, the target audience is selected, which is characterized by certain psychological habits: the same lifestyle, hobbies, style, etc. Magazines also do an excellent job of this function, since they are created to meet the interests certain group population (sports publications, needlework, fashion, etc.).
5. Exclusion of meaningless dissemination of information. Obviously, people very rarely pay attention to ads in newspapers, on radio or television, no matter how flashy their headlines are. Telemarketing, in contrast, delivers information to consumers in a more targeted way, without giving them the choice to opt out.
6. Fast buyer response. If you want to check how customers react to your offer and you need to do it quickly, then use telemarketing. If you have more time, then radio and television are suitable for this purpose. Advertising on television bears fruit, but it requires too much time and material costs.
7. Measured response. If you can quickly assess the customer experience of your product, then you can immediately start distributing these products to other markets. The fastest customer response is provided by telemarketing, which presents you with data on consumer activity in the first hours after the start of an advertising campaign.
8. Various response options. When ordering a product, it is very important to provide people with a sufficient number of ways to order it. If customers want to place an order by phone, fax or mail, then telemarketing is the best way to do this, since, for example, television does not provide consumers with such opportunities. In the case of TV advertising, the buyer is limited in the choice of options for placing an order. In addition, if the viewer did not have time to remember the number by which you can make a purchase, he is unable to rewind, and a pencil or pen is not always at hand at the right time. In such situations, the reaction of buyers to your advertising is reduced to zero. The same story is typical for radio advertising: while on the road and hearing a number on the radio where you can order a product, you cannot remember the numbers by ear, and if you reach for the handle, you risk getting into an unpleasant situation on the road.
9. Full control of demand and a huge variety of opportunities. Telemarketing allows you to make some changes to the advertising script and immediately monitor consumer demand for certain innovations. Magazines do not provide this opportunity due to their print characteristics, and television and radio advertising is usually short and too expensive to test various offers and control demand for them.
10. Large volume of messages. Other media, with the exception of marketing, offer only short advertising time. Telemarketing involves advertising at a speed of 150 words per minute, which is more than half of the standard A4 format.
11. Ability to change the advertising script. The high cost of television advertising makes it almost impossible to make adjustments to it. In the case of telemarketing, edits are made in minutes. Periodicals involve a long process of input and output from printing, which also makes it difficult to make changes. Even the local radio is more suited to this role due to its fast input times.
12. High percentage of consumer participation. Through telemarketing, the listener is drawn into the conversation, which also happens when watching long television shows, especially when all kinds of polls and other interactive methods of working with viewers are used.
13. Intrusive adware. If the viewer has no other choice but to watch your ad, then it is very annoying. For a long time, TV advertising was considered as such, but today the opinion has changed: after all, you can simply switch to another channel. And will you be able to not answer the calls that keep breaking your phone? Not! This means that telemarketing advertising is very intrusive. Advertisements in a magazine are often simply skipped, and on the radio the listener may ignore the offer.
14. Reaching audiences wherever they are. If the object of interest to you, namely the consumer, is at home, then you can reach him using standard television advertising. If the buyer is driving in a car or on the subway, reading a newspaper, then the radio and printed form information sharing can also be helpful. Telemarketing is an even more reliable means of reaching the target audience, no matter where the person is at the time of the call.
15. Quick entry and collapse of an informational message. The practicality of the time structure influences how often your offer is reviewed and how quickly an ad campaign is terminated in a given situation. A flexible time system is a characteristic feature of telemarketing, as well as newspapers and radio. The magazine cannot be produced in a short time, which means that the speed of entering information leaves much to be desired.

Downsides of direct marketing

• minor flaws can be fatal to the prestige and reputation of your company, so if you are not sure that you can handle it, do not be stingy to hire a competent marketing specialist;
• the direct method of promotion will bear fruit only in the long term;
• when implementing direct marketing in some economic spheres significant capital investment is required;
• sometimes there are situations when the consumer is not inclined to conduct a dialogue with the manufacturer, which can cause a conflict (this is especially typical for the post-Soviet space);
• in the absence of a clear distribution of responsibilities in the company, embarrassment can occur: an advertising campaign sells one declared product, while the agent, when communicating with the buyer, tries to sell him another product.

Needless to say, the buyer thinks he has fallen into a fraudulent trap, and then you can forget about the prospect of making a deal.

Direct marketing is possible only when there is a clear division of responsibilities in the company, and each employee of the company acts according to one common goal. Success is guaranteed to the team in which each member stands up for the common cause and clearly understands his tasks.

• Direct Marketing: The Complete Algorithm preparation and conduct

Traditional direct marketing channels

Individual approach to selling. The sales professional aims to make a one-on-one sale that identifies potential customers, connects with them, and turns that interaction into a long-term partnership.

Marketing through direct mail. Thanks to direct mail, every customer is aware of all the innovations of your products, because he regularly receives brochures, product samples and information about promotions.

There are three main forms of mail communication with clients.

1. Fax message - modern technology makes it possible to transfer paper versions of proposals by fax to other telephones, and this happens in a matter of minutes.
2. Electronic message - by means of e-mail, mail is sent from one PC to another.
3. Voice message - such mailing is relevant when sending information to other phones.
4. Marketing using a catalog.

This element of direct marketing allows you to keep consumers up to date with all the innovations and additions to your product range. You can mail catalogs, sell them or distribute them for free, and experiment with design and presentation using videos, online catalogs, disk drives, and more.

Phone marketing. With this method, the main tool of communication between the seller and the buyer is the telephone. There are two types of product promotion by phone.

Outbound telephone marketing means that the operator himself contacts customers and informs them about existing offers, establishes contacts, and also conducts various opinion polls, evaluates the results of his work with consumers, and creates customer databases.

Inbound telephone marketing - involves the creation of customer hotlines where people send their orders. As a rule, this is the reaction of buyers to advertising messages on radio, television or in newspapers. In addition to this, there is hot line, by contacting the operators, users can leave their suggestions or express dissatisfaction.

• How to make direct mail an effective online marketing channel

Modern forms of direct marketing

Direct response telemarketing

This type of promotion involves the use of television commercials with programs for feedback - this is a contact phone number for a free call, which allows customers to find out the details of the product or place an order. There are two types of such telemarketing:

• direct response promotional messages - the video itself informs the buyer about the characteristics of the product and invites you to contact the company for further details. A contact phone number is provided in the video;
• television channels of a narrow focus, engaged only in advertising products.

Interactive Marketing

Direct marketing also includes the purchase of goods online, which is carried out using a computer online. There are two forms of this type of direct technology:

• commercial online shopping services that inform about possible products, promotions, bonus offers and other marketing services only to those customers who have signed up for a monthly subscription by paying a certain amount. These commercial organizations have their own local networks, which is the guarantor of their reliability;
• interactive platform - the Internet allows customers to exchange opinions about the product and communicate with each other.

Direct marketing on the Internet is no less powerful tool for promoting goods than television or telemarketing. But it should be noted that there are problems with its use.

1. Interactive marketing does not cover the entire market segment, thereby creating difficulties for limited access to consumers and, as a result, insufficient volume of purchases made by them.
2. Incomplete demographic and psychographic information about customers.
3. Clutter and too much information.
4. Incomplete guarantee of safe shopping. The customer runs the risk of transferring his data to fraudsters who intervened in the process of an interactive transaction. Credit card numbers are not safe, and therefore, the funds on them.
5. Consumers become vulnerable, unable to prevent businesses from using their personal data. There is discrimination against customers and a lack of ethical considerations among the representatives of the seller.

Recently, integrated direct marketing has become another popular type of promotion, which provides for a variety of delivery options for selling notifications and multi-stage advertising campaigns.

• Internet Marketing Tools: 9 Most Effective Promotion Methods

Stage-by-stage organization of direct marketing in the company

Individual promotion of goods and services is possible in almost any business idea. But the success of this tool depends on the skill and experience of a marketing specialist.

Clear control and detailed preparation for the implementation of this type of activity is required. At the moment, this niche is not occupied in Russia, so there are great opportunities for companies and advertisers to develop this area. Residents of Europe receive a daily mailing list with similar messages and offers, the Russians, on the contrary, are not yet so integrated into this process. When using direct marketing, the invested funds tend to quickly return in an increased amount, which makes this advertising tool a leader in comparison with promotion in the media and its other types.

The individual focus of direct methods allows you to expand your customer base, as well as increase the number of leads coming from the same consumer. Also, this advertising tool makes the brand recognizable and creates the conditions for successful research of your niche in the market.

Stage 1. Preparatory stage of direct marketing.

This preliminary stage involves the definition of goals and objectives, the choice of advertising tools, the development of a portrait of the future consumer and a description of the target audience.

At this stage, you need to achieve the following:

• provide an increase in personal client base;
• to carry out a personal sale and an individual approach to each consumer;
• establish a continuous flow of customers and build a lead generation system;
• return lost customers.

At this stage, it is important to decide what percentage of consumer response and conversion you expect to receive from your campaign. If you planned for 30% of the reviews, then, naturally, the result in the form of half of this amount is a failure. But a conversion of 1% under such conditions is a success.

In order to set your goals and objectives correctly, you must conduct a detailed market study: analyze the industry, competitors, the average check and the percentage of leads that become buyers, as well as dozens of other criteria. Next, you need to test the campaign and, if necessary, adjust it.

There is an opinion that due to the underdevelopment of individual marketing in the Russian Federation, if a company manages to overcome the threshold of 2-4% conversion, which is the average level in the West, then the advertising event can be considered successful.

The essence of direct marketing is direct contact with the customer. The most important thing is to define the target audience. For example, to find persons in whose interests it would be to purchase programs for planning routes for the delivery of goods. It can be a manufacturer, a wholesaler, and a retailer. It is also important to figure out who exactly to send your proposal to: to CEO, his deputy, commercial representative or chief logistics officer of the company?

The main task is to describe a portrait of a future client - a consumer of a product or service. If you doubt that you can handle this case, a consulting company will come to your aid.

The direct marketing tools used depend on the goals and objectives of the advertising campaign, as well as on the characteristics of the target audience that you have previously chosen as your customers. For example, if you are engaged in the distribution of goods for needlework, then advertising will work more effectively on Odnoklassniki than on Instagram, since, you see, more customers use the first social network.

Stage 3. Conducting a direct marketing campaign.

Goal: increase the customer base. Having a large target audience, you should select only those who would be interested in your particular offer. This can be achieved with coupons or printed media supplements. All stakeholders are your target audience. Feedback advertising on radio and television can also be helpful.

Turning just interested people into potential customers. At this stage, you must conduct in-depth work with the audience that responded to your promotional offer. Contact can be made via SMS or email.

Purpose: to encourage customers to buy. In this case, the direct marketing process involves informing people about all the possible nuances of your offer. You can simply remind the consumer of your organization, or you can offer a discount, gift, lottery ticket, or other marketing service.

Purpose: to maintain contact with established customers. It is much cheaper for a manufacturer to try to retain a regular customer than to find a new one. You may face the problem of reducing the turnover if you lose even a few of your customers. That is why in no case should we forget about established client relationships. For your part, you must constantly maintain contact with customers, inform them about discounts, promotions, sales and new arrivals of goods.

Purpose: return of departed customers. If some customers no longer use your services, this does not mean that all is lost. You must find out the reason for the refusal of customers from your service or products. Thanks to this, you can identify your weaknesses, study the advantages of competitors. Gently contacting lost customers can be helpful in improving your company.

Stage 4. Analysis of the implemented direct marketing campaign.

At the end of the campaign, a thorough evaluation is required. If the activity was unsuccessful, its analysis is still necessary, because thanks to this you can understand the shortcomings of the promotional event and prevent them next time. Major mistakes include:

• incorrectly formed target audience;
• an erroneously written message and addressed to the wrong people;
• wrong timing for the DM campaign.

If everything went well, you should also analyze and find out what exactly served as a prerequisite for a successful conclusion, and what could jeopardize the success of the event.

It is necessary to take into account all consumer reviews, whether general information requests, interest in the activities of the company or the purchase of goods and ordering services. Customers who left your offer unattended should also be in the field of view - this will help further planning advertising campaigns.

According to the majority of Western experts, direct marketing (direct marketing) or DM will acquire a dominant role in the advertising market and will replace all other types of promotion. On the world stage, the progress of this technology is constantly going uphill, its development does not stop, and the profit it brings is doubled. more income from advertising in the media.

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How to evaluate how effective direct marketing tools are

There are certain criteria by which you can judge the effectiveness of direct marketing.

1. The percentage increase in the audience of customers who contact the organization after the implementation of a particular advertising campaign (this data can be obtained from a company registered after the event).
2. The percentage of sales increases that occurred after specific direct marketing activities (this information can be obtained by analyzing sales volumes after an advertising campaign). Evaluation capabilities make it possible to judge the effectiveness of direct marketing by monitoring these communication systems, types of frequency and duration of direct marketing (mailing list, print publications, online advertising).

The success of the direct method, according to popular opinion, depends on the quality of the product offered, its distinctive characteristics, brand, and specific market conditions by about 40%. The other 40% is determined by the impact of products on the client audience and the level of this impact. The last 20% of success provides direct contact with the consumer. Experts believe that several elements make direct marketing effective. Personal Selling- this is one of these main criteria, when using which the consumer feels like a truly important link in the trading process.

A meaningful contact budget is another important metric in determining direct marketing success. To determine the cost of interaction with a client, it is necessary to take into account several parameters, without which it will be impossible to make correct calculations. The first criterion includes limit values ​​from the total cost of contact with the consumer. The second element reveals the proportion of successful interactions that, at the end of the direct marketing campaign, translate into a purchase. The third criterion testifies to the planned approximate results at each specific stage.

The measure of success for any direct marketing campaign is the number of people who respond to the promotional event, as well as the results obtained.

These parameters can be assessed by testing. At the same time, it should be complete, covering all aspects of direct marketing - this is the main rule for analyzing results.

Solid data can also be obtained by conducting interviews with a certain number of consumers pre-selected from the general list of the target audience.

In view of the fact that there are various groups buyers, it is necessary to analyze each of them separately.

For example, if you want to choose packaging for your product, then it is best to ask the opinion of buyers and conduct testing. Of course, such measures cost money, but the losses in case of choosing a package that is unattractive to the consumer will exceed your costs for organizing trial promotions.

The test results will help you anticipate the sales volume of your entire group of potential customers, as well as assess your customers' needs and test your financial competence in the development and production process.

• How to launch effective contextual advertising for 5000 rubles

What mistakes make direct marketing activities ineffective

Every year, experts make unforgivable mistakes when conducting direct marketing campaigns. Here are the main ones.

Mistake 1. Inexperience in sales. Many organizations initially present their product to the wrong group of customers. The blame here lies with the specialist who incorrectly drew up a portrait of the future consumer and carelessly approached the development of the text of the advertising message. To avoid such misses, it is necessary to create individual advertising messages for each target audience. Moreover, maximum attention should be focused not on the merits of your company, but on the benefits and advantages of working with you.

Error 2. Unwillingness to spend money on building a quality customer base. The database must be valid, real, not misleading.

Mistake 3. Savings on specialists. To achieve success, you need a highly qualified employee. You should not reduce your expenses by saving on this. The profit that such a professional can bring to the company will cover all costs.

Mistake 4. Using the experience of other, more advanced agencies.

Mistake 5. Good copywriting plays a huge role. The text of your messages should be unique, bright and catchy.

Mistake 6. Don't try to save money everywhere. The desire to minimize costs is not always the key to a profitable business.

Mistake 7. Test the niche of your business before investing big money in it. Thanks to this, you will find out if your product is in demand and what to do next.

Direct Marketing: Examples of Successful Campaigns

A direct marketing campaign should be unusual in its idea and clearly aimed at the target audience. Here are some examples of Western direct marketing activities.

The well-known company "Haggis" organizes an action. All new moms leaving the maternity hospital will be presented with free diapers. Women, in turn, send the barcode of their packaging and fill out a questionnaire, after which they proceed to communicate with the company that sells the goods, while receiving discounts, promotional codes, prizes and gifts. This campaign involves a big spend of $10–20 million, but it hits the target audience perfectly. Naturally, the gifts were paid off with the proceeds from further sales, since the purchase of diapers costs several hundred US dollars annually. Such promotions can be carried out only with a preliminary analysis, comparing costs and profits. In the Russian Federation, experts consider an acceptable spending threshold of 2-3% of the total cash flow.

In this example, we see a 100% hit on the target, but such cases are not frequent. The success of direct marketing in the Russian Federation is small when compared with foreign countries.

Another element of direct technology are events aimed at encouraging fans of a particular brand (Brand Loyalty). Similar methods are used by the owners automotive production. For them, it is extremely important that the next purchase, the consumer returned to the same brand. In Europe, car owners change cars about once every 3-4 years. We also see this trend: clubs are created for car enthusiasts of a certain brand, for example, RENAULT, BMW, 4x4, etc. Fans of these cars arrange their parties, meetings, and racing competitions.

The Audi Car Concert hosted a customer loyalty event in Spain that included free maintenance, replacement of an old car with a new one, and a travel club. Obviously, every Audi driver was aware of the company's plans in advance.

The goal of direct marketing is an individual sale through interaction with the consumer, which is greatly helped by customer loyalty programs. Organizations establish close contacts with buyers, which means they invest money in ongoing cooperation.

The condition for the effectiveness of direct marketing programs is frequent interaction with the consumer, at least 2-10 times a year. For example, the network company "KS", which sells shoes, informs its customers about monthly sales, promotions, lotteries, new software?

• Also read about.

From the article you will understand what direct marketing (direct marketing) is with real examples, what key components are responsible for successful direct marketing, and what forms and types of direct marketing there are. And at the end of the article you will find two video cases and a very useful gift))

Over the past few years, I have personally been involved in the design and implementation of over a hundred direct marketing programs. Then, continuing to practice, she defended her Ph.D. thesis on the topic of direct marketing. And then she began to teach through lectures, master classes, author's trainings and courses different aspects direct marketing to micro and small businesses. I think I have studied and penetrated this topic enough to give a complete answer to what direct marketing is and to explain its essence using real examples.

What is direct marketing anyway?

The term "direct marketing" or direct marketing not intuitive. Someone associates direct marketing with unaddressed mail advertising - the so-called "junk mail" in mailboxes. For some, direct marketing is direct sales, personal visits, or cold phone calls. Some direct marketing is associated with MLM sales. And for someone, direct marketing is associated with sending letters to directors. And someone thinks that direct marketing is the same Yandex direct, which is generally about contextual advertising in Internet.

So what exactly is direct marketing?

Direct Marketing(aka direct marketing) from English. direct marketing) is a promotion method that ensures that the company addresses the consumer directly without intermediaries in order to obtain a measurable response.

Moreover, the response can be either a sale or any targeted action, the company needs- requesting information, providing contact information, filling out a questionnaire, etc.

Direct Marketing Examples by Lester Wunderman

The term direct marketing is an analogue of English direct marketing, which was formed in America and was first voiced by Lester Wunderman in 1967, when he delivered a report "Direct marketing - a new revolution in sales" ("Direct marketing - The new revolution in selling") at the Massachusetts Institute of Technology.

The first steps in the field of direct marketing were taken by him in the 50s. Then he worked with only two companies. One was engaged in the production of glass knives, and the second - the sale of cosmetics for facial skin care. He used direct marketing techniques to implement marketing strategy each.

To promote these products, Lester Wooderman came up with a new marketing ploy for that time. Featured magazines published an advertisement for a product containing a direct response element. This element was a coupon that had to be cut out and mailed in order to receive the product. This approach turned out to be very successful. In modern marketing parlance, this method is called direct response advertising.

So the strategy proposed by Lester Wooderman (to bring new Ford Lincoln cars to the market) brought Ford a profit of about 1 million 700 thousand dollars. The direct campaign cost was $800,000. And the participants in the test group - the recipients of letters, made purchases in the amount of 9 million 600 thousand dollars. This is a very famous example of a successful direct marketing campaign.

Direct marketing is

So, direct marketing is always:

1. Direct (address) appeal to the buyer.
2. A proposal containing enough information to make a decision, most often in a letter.
3. The presence of a mechanism for responding to the proposal (providing a response).

Targeted appeal to the buyer is a necessary but not sufficient condition for the implementation of direct marketing. Offering and delivering the desired response are the key ingredients for direct marketing success!

Without each of these, you are not doing direct marketing, you are just using a direct marketing channel.

Now let's take a look at the key components that have a direct impact on the success of direct marketing. In total, I single out four such components - this is the contact base, the offer, the means of communication and the creative.

• The contact database is the basis of direct marketing

The contact base is the main key component on which the effectiveness of direct marketing depends. It is the presence of contact that makes it possible to directly appeal to the consumer - the main and necessary condition direct marketing opportunities.

What is a contact database? This is a collection of records containing information about customers, both potential and existing. And the process of creating, maintaining and using databases is called database marketing.

Without a database of contacts, it is impossible to implement direct marketing in principle. The presence of a database of contacts allows the company to interact with thousands of customers at the same time and at the same time with each consumer individually.

The consumer contact base can be formed by the company itself or by a third-party organization. If the base of contacts for mailing is not formed by the company itself, then it is called the market base. The database of consumers formed by the company is its property.

If a company doesn't care about the origin of the contact base it intends to use for direct communications, it can cause a direct marketing campaign to fail and be a waste of money.

Therefore, when developing a direct marketing strategy, it is important to take this aspect into account and lay it down when predicting the effectiveness of direct marketing.

• Offer (offer)

• Creative

The task of the creative part is to give the offer the most tempting look, to evoke emotions in the consumer that will lead to a response.

While creative in direct marketing is not as highly valued as a database/list and offer, this element should not be neglected. With a good database and a compelling offer, a great creative can increase engagement by up to 50%.

Creativity corresponds to the development of the text and design (layout) of the proposal. This:

2) the structure of the text in the form of a logical and consistent presentation of information that immediately captures the attention of the addressee, retains the interest shown at the beginning and motivates in a certain way to get the desired answer from him;

3) execution of the proposal (design).

For example, the popular classic AIDA copywriting formula ( A intention, I interest, D esire, A ction) takes into account the following phases of the organization of information of the appeal: attracting the attention (attention) of the recipient, stimulating his interest (interest), motivating desire (desire) and pushing for action (action). There are many other different formulas and techniques for structuring calls, new ones are constantly being developed.

The form of the proposal must fully realize its content and structure. For example, a direct mail message from a company may take the form of a direct mail package that is not limited to 60 seconds of radio or television air, a 18x25 cm magazine page, a single-color fax and e-mail font, a website window behind a screen on the Internet.

Direct mail package allows you to include large, spectacularly illustrated brochures, any number of attachments, color scheme. You can also send out flip cards, folded inserts, product samples, and even CDs. Here, the marketer's capabilities are limited only by his imagination and / or budget. The form of a direct mail package varies from simple (postcard) to complex (drawing prize package).

Another possible modification is the self-mailer, a flyer with space for an address, folded in a special way and sent without an outer envelope.

Direct mails can take a wide variety of forms, from a sheet of paper folded in half for mailing, to complex copies with many pages and already filled envelopes for the recipient's response.

The classic direct mail package consists of an outer envelope, a letter, a flyer/brochure and a response form. Its building blocks must also be structured according to the AIDA formula:

• envelope - protects the content, attracts attention, excites interest;
• letter - establishes contact, arouses interest, motivates desire, provides an opportunity for negotiations;
• prospectus - provides a presentation of the offer, motivates desire, describes the details of the product, transactions;
• response form - calls for action, provides feedback.

Direct marketing Olein offer example

The key idea behind Oleina's offer was to provide a gift of a set of canning lids for two Oleina oil labels and a completed questionnaire to be mailed in (see picture).

The action was planned during the period of active conservation (August-September). The purpose of the campaign was not only to stimulate sales and attract new customers to the Oleina club, but also to conduct marketing research.

The task of the creative part of the direct action was to design the key idea of ​​the offer, providing the maximum response. The design of the proposal was (see the figure below):

1. Personalized letter on behalf of Natalia Zagorodnova (five types of letters were developed separately for each segment of the company's audience).
2. Envelope with a color logo TM Olena.
3. Booklet with recipes for home preservation using Oleina.
4. Questionnaire with the rules of participation (3 pieces, separated by perforation - one forthe addressee and two others for his friends) + an envelope with a prepaid postage rate - for returning completed questionnaires from participants in the action (market research data).

At the end of the article you will find real video examples of using direct marketing for a French restaurant (b2c market) and bank services (b2c market). But be sure to read on>>

• Communication media

Communication tools are responsible for the media component of direct marketing, namely, they are responsible for how the key idea of ​​the offer will be conveyed to the target segment.

What communication tools are used in direct marketing? We will talk about this in more detail when we analyze in the fourth paragraph -.

What is the point of direct marketing?

Sigmund Fegele, a German direct marketing specialist, provides the following calculations for the use of direct mail.

Average Sales Representative can make about 20 personal visits per week.

At the same time, a visit does not mean a sale. Often he uses personal contact to provide the necessary information, consult, hold a meeting to strengthen business relations, inform about new services, etc. On average, 3-5 visits are required to complete a transaction.

Although "letter sales agents" are considered to be less effective than direct sales, either in person or over the phone, they cost only 1/100 of the cost required for a face-to-face visit.

Therefore, "on a business trip" you can send at least 10 thousand "written sales agents" at once. From this point of view, direct marketing acquires a special appeal.

The company's "distant sales agents" are a worthy alternative to face-to-face conversation, which is expensive today. As, however, and "cold" calling, when "cold" calls break into the personal space of the addressee and most often cause him irritation and a desire to end the conversation as quickly as possible.

Thus, direct mail marketing is able to provide any business with an army of dedicated salespeople working directly with each client of the company at the same time without holidays and days off. Moreover, sellers who do not “push” anything, do not take time, do not distract from important matters, but gently and tactfully present the company’s offer, which the recipient can be happy to get acquainted with in detail at a convenient time for him.

Some experts erroneously limit direct marketing to mailing letters in envelopes or e-mail. Of course, direct mail and direct e-mail are the basic tools of direct marketing.

Or direct mail, a classic direct marketing tool. Although the authorship of the term "direct marketing" is assigned to Lester Wunderman in the 60s of the last century, however, it is believed that referring to direct marketing methods Western companies started over 100 years ago with the invention typewriter v late XIX century.

A postal item in the form of a written sales presentation even then it was a traditional tool in trade. To do this, they collected the names of buyers and sold goods to them personally using the mail.

A letter advertising a fish and seafood delivery service. 1928
One of the earliest examples of direct mail.

Direct mail by e-mail appeared much later with the emergence and development of electronic technologies. And along with it, other sophisticated and at the same time accessible and affordable tools for direct marketing have emerged. These are sms, faxes, social networks, Internet messengers, mobile applications, etc., as well as all kinds of models for their integration.

Thus, modern direct marketing includes a wide range of various tools, the use of which involves personal communication with the consumer. We divide them into individual, niche and mass.

Each tool has its own characteristics, knowledge and mastery of which provide the degree of their effectiveness. Their integration provides the greatest effect - a combination of several tools within the framework of one strategy (integrated marketing communications), which provides a synergistic effect when 1 + 1 = 11.

Direct Marketing in Action - Examples of Selling Direct Mails

And now, for inspiration, I present to your attention successful cases of direct marketing, namely direct mail. These are examples of a classic direct marketing strategy.

direct marketing b2c example

Video case of B2C direct marketing:
direct action with live frogs for a French restaurant - 100% response!!!

direct marketing b2b example

Video case of direct marketing b2b:
direct action "Big Boss" for the bank - 37% response!

Instead of a conclusion

Direct marketing is good first of all as a way to organize sales of goods directly to the maximum number of customers without intermediary advertising and expensive personal contacts. And at the same time, direct marketing is an effective tool for involving the target audience in communication with the company in order to inform and establish trusting relationships with potential customers and buyers.